Generation X has greater adherence to conscious consumption practices, according to a study by Serasa Experian.

A study by Serasa Experian, Brazil's first and largest data technology company, revealed that Generation X, born between 1965 and 1980, leads the adoption of routine conscious consumption practices, such as "consuming less and choosing quality products" and "using reusable bags." In eight of the nine actions analyzed, this group surpassed the national average—notably in six of them, where they had the highest percentages among all generations. Only 2.4% of the Generation X respondents stated that they did not adopt any of the listed practices. Despite this high adoption, Generation X identifies more with the experiential (20.7%) and traditional (19%) consumption profiles than with the conscious (17.7%) consumption profile.

Overall, only 31% of Brazilians report not adopting any sustainable practices in their daily lives. See the table below for a complete breakdown of sustainable practices by generation:

Southern Brazil leads in adoption of sustainable practices

When broken down by region, the study highlights that Southern Brazil leads in adopting sustainable practices, surpassing the national average on several fronts. The biggest difference was recorded in the action "consume less and choose quality products," where the region achieved 48.3%—ten percentage points above the national average. In the Southeast, the priority is choosing companies with proven sustainable practices, with 17.1% of respondents stating this preference, while the Central-West region comes in at the other end, with the lowest rate (11.3%). The Northeast region stands out for being the region with the lowest adoption of thrift store purchases, with only 11% of respondents declaring this habit. Despite this, this is the region that most identifies with the conscious consumption profile (21%). See below a table with a detailed regional comparison:

The study also reveals that 20% of respondents intend to increase their consumption of sustainable products in the coming years. In terms of consumer profile, the "Conscious" type is the third most cited by Brazilians (17%), behind the "Traditional" (17.5TP3T) and "Experiential" (20.%). This trend is reflected in consumers' growing demands regarding companies' ethical stance: 14% would stop buying from brands that disrespect consumer rights, 12% in cases of dishonesty, 7% due to poor employee treatment, and 6% due to negative environmental impacts.

"Today's consumers don't just choose products; they choose purposes. In a scenario where conscious consumption is gaining prominence, brands that want to remain relevant need more than just sales: they need to understand who's on the other side. Recognizing your audience's profile and connecting with their values is the first step to building lasting relationships, generating a positive impact, and occupying a legitimate space in people's lives," says Isabela Torres, Director of Marketing Services at Serasa Experian.

According to Serasa Experian, lifestyle changes accompany this evolution: 39% claim to be more focused on saving and avoiding waste, while 33% prioritize health care and well-being.